水産經營論集 Vol 49 No 2 (p.1-19)

IPA를 이용한 수산물 선택속성의 중요도-만족도 분석 : 가공정도에 따른 차이를 중심으로

Study on the Importance and Satisfaction of Seafood Purchase Attributes by IPA - Focused on the process differences -
키워드 :
Importance-satisfaction,IPA,Processed seafood,Purchase attributes,Consumer behavior

목차

Abstract
I. 서 론
II. 이론적 배경
  1. 가공식품의 정의 및 분류
  2. 제품선택속성과 소비자 만족
  3. 수산물 가공정도와 선택속성별 소비자 만족도의 관계
Ⅲ. 연구대상 및 방법
  1. 연구 대상 및 기간
  2. 설문지 구성
  3. 통계처리
Ⅳ. 결과 및 고찰
  1. 조사대상자의 일반사항
  2. 내재적 속성의 중요도와 만족도 비교
  3. 외재적 속성의 중요도와 만족도 비교
  4. 수산물 선택속성의 중요도와 만족도 IPA 분석
Ⅴ. 요약 및 결론
REFERENCES

초록

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers’ importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as ‘freshness’ of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as ‘date of manufacture or expiration date’ were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for ‘taste’ was large, and it was considered the taste should be improved according to consumers’ taste.